Burger King celebrates LGBT pride with 'Proud Whopper'

The 'Proud Whopper' is a regular version of the sandwich in a rainbow-colored wrapper that reads, "We are all the same inside." (Source: Burger King)

The company announced Wednesday it was selling the Proud Whopper at a San Francisco location through July 3. All sales go to scholarships for LGBT teens. (Source: Burger King)

SAN FRANCISCO (RNN) - Fast-food chain Burger King is making an effort to elevate its "Have It Your Way" slogan with an old favorite in a new packaging.

The company announced Wednesday it would sell the Proud Whopper at a San Francisco location through July 3. It pledged all sales from the burger would be donated to the Burger King McLamore Foundation for scholarships benefiting lesbian, gay, bisexual and transgender high school seniors graduating in spring 2015. The only restaurant offering the burger is located on Market Street, which is along the route of the city's pride parade.

"Guests who ordered the Proud Whopper sandwich were surprised because it is in fact, the same iconic fire-grilled Whopper sandwich beloved since 1957, but wrapped in rainbow-colored paper inscribed with a message reading: “We Are All The Same Inside," the company wrote in a news release.

In addition, a digital film launched Wednesday on Burger King's YouTube channel (WARNING: Some foul language use). The filmmakers created it at the same San Francisco restaurant located along the city's Pride Parade route.

It captures the spirit of brand's new tagline, "Be Your Way," according to the release.

“We are always looking to engage our guests on a local level and be part of regionally relevant events,” said Kelly Gomez, director of West Coast field marketing at Burger King West Division. “With one of our restaurants on the Pride Parade route, it was a natural fit to be involved and celebrate by giving something back to the community.”

Fernando Machado, senior vice president of global brand management, credited the restaurants for being a place people could "let your guard down and just be yourself without any judgment."

“The film and Proud Whopper sandwich are the first of many different opportunities to bring the 'Be Your Way' global attitude to life in unexpected ways," Machado said.